Finding manufacturing entrepreneurs where traditional channels can't

ManuFutures is relatively unknown in a niche market, and its programs demand significant investment from participants, so traditional channels would never reach the right audience. The small, agile team also sat outside Deakin’s centralised systems, and each program needed its own distinct audience found and educated.

The strategy determined the best potential partners for each program, targeted them across paid, email, publications and organic social, and set a defined short- and long-term roadmap. Custom audiences across LinkedIn, Google and Meta captured the ideal customer per program, and a segmenting landing page sorted leads by business stage while a new CRM view unified past and new data for personalisation across email, paid and call conversion.

A sprint-based operating model stretched agency resourcing and ManuFutures’ internal capability, working across the ManuFutures, Research and Central teams, while education on financial aid options cleared the investment barrier through the acquisition journey. Program enquiry data drove the approach, feeding insights back into messaging for each demographic.

A brand-new campaign reaching the right niche user for each program in a saturated manufacturing market, with expanded tech capability that lets ManuFutures carry its messaging, profiling and audiences into the future.